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People are looking down at their phones texting. They have no patience for any distraction. We stream netflix.

Unless you are Budweiser and can afford to hire 12 Clydesdales and train a dog to buy the most expensive 3 minutes on the planet… If so, then you can ignore social media. For the rest of us…

Getting in front of customers is an ever changing science. Remember when you opened all your email? Do you remember your first Instant Message? Do you remember that you used to watch television? Those days are gone. Most of us if not all of us have developed a coping mechanism to advertising. We don’t even see them.

Open Rates are down for email Click through rates are down on banner ads. .01 click through rates? Groupon, Living Social, Facebook, Mobile Coupons,

The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.

Which of these two has more surface area? That is, if you dropped them in a bucket, they’d displace the same volume of water, but what about the surface area. Before you answer, let me remind you the equation.

That’s 300% more interactions your brand could have – generating opportunities, sensing threats, deepening relationships with your customers and partners and employees. So…in an era of voluminous, mine-able data…the organizations with the most diverse and abundant surface area will win.

Its not advertising

There are 148 Million blogs out there – focus the conversation around key topics that your audience really cares about and they’ll keep coming back.